Bringing a New Brand to Life February 23, 2015. What was our brand?

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Presentation transcript:

Bringing a New Brand to Life February 23, 2015

What was our brand?

Our Brand Personality was more like that of a PC than a Mac. "Hi, I'm a PC. I'm boring, formal, cold, old, and slow." "Hi, I'm a Mac. I'm friendly, reliable, fast, intuitive, easy-to- use, inspiring and looking for fun."

The Result? A clear consistent identity…

Building Blocks for a Brand Strategy Brand Promise Brand Essence Brand Personality Brand Voice Customer Service Standards

Brand New Tag Line Wherever you’re going in the day – or in life – RTS will help you

Bringing the brand to life Integrated communications effort – starting internally and building to an external launch through a soft internal launch It's EZ External efforts included radio, TV, outdoor, print, bus shelters, social media and more Enjoy the Ride – College Age Conversion of current customer facing materials Buses, Uniforms, Schedules, System Maps, Passes, Website, Conversion of Company Materials Business Cards, Letterhead, Intranet, Signature, Poster Templates Branding Guidelines

Press Event

Old Website – rgrta.com

Website Overhaul – myRTS.com

Customer Information Materials

Key Takeaways Conduct creative focus groups to vet out logo and creative concepts. Be very detailed and learn to prioritize initiatives. Ensure internal employees provide feedback and are excited about the new brand promise.

What’s Next? Continuing to bring the brand to life through customer education and promotional campaigns Assess Brand Awareness and Perception

Questions? Megan Jasinski